MARKETING AND MEDIA

Compiled by Anne Michaud, Times staff writer

Global Identities: Company names are increasingly reflecting the global marketplace.

For example, Backer Spielvogel Bates Worldwide Inc. said it will change its name to Bates Worldwide next month to create a "recognizable and consistent global brand." The agency has an Irvine office that handles advertising for Hyundai Motor America.

Also, CBS Hispanic Radio Network announced recently that it intends to change its name to CBS Americas. The purpose, the network said, is to include a wide range of Spanish-speaking listeners in Central and South America.